AI Search Optimization · Boise, Idaho
About Tonewood Marketing
We make sure AI search engines can find your business, understand it, and recommend it to the customers you actually want.
Shane Vigeant
Founder of Tonewood Marketing
Hey, I'm Shane Vigeant, founder of Tonewood Marketing.
For six years I've built websites and marketing systems for local service businesses, contractors, coaches, and consultants. For the past 3 years, my focus has narrowed to one thing: making sure AI search recommends my clients by name.
Not ranking. Not traffic. Getting named when someone asks who to hire.
The Shift in Search
Search Changed. Most Businesses Haven't.
Your customers stopped scrolling. They ask.
- They ask ChatGPT for a plumber.
- They ask Siri who does HVAC near them.
- They ask Google's AI, Gemini, and Perplexity, and they take the answer at face value.
- Then they ask their HomePod, their car, and their glasses, because every device they own is turning into something you talk to.
of consumers used AI to find a local business. That is the fastest shift in how people search that I’ve seen in six years of doing this.
An AI answer names two or three businesses. Not ten. There is no page two to fall back on. Either you're in the answer or you don't exist in that conversation.
And humans aren't the only ones reading your website anymore. Machines read it first. They decide what your business is, whether you're credible, and what to say about you when someone asks. If your site doesn't tell them clearly, they guess.
What This Means
What AI Search Optimization Actually Means
It's not a plugin and it isn't a trick. It's making your entire online presence legible, credible, and consistent, so a machine reading it comes away with the right answer. Six pieces:
Say who you are, plainly.
A model can’t infer what your website never states. We write it so there’s no ambiguity about what you do, who you do it for, and where.
Prove what you do.
Every service, every service area, written in language a model can quote back word for word.
Show the work.
Projects, before and afters, results. Evidence a machine can point to when it decides whether to vouch for you.
Build credibility it can verify.
Reviews, citations, and profiles that all agree with each other. Contradictions across the web make you look unreliable to a model, the same way they do to a person.
Structure it so machines can read it.
Schema markup, clean code, fast pages, and content that’s actually crawlable. This is the plumbing, and most sites get it wrong.
Keep up.
The rules move every few months. We test, we watch what changes, and we adjust before it costs you.
A lot of this rhymes with good SEO. The principles carry over. The details don't, and they change faster than most agencies are willing to keep up with.
That's the part I've built my business around.
What to Expect
What You Actually Get When Working With Us
Fair question. Here's what changes when the work is done right.
1.
Your name comes up.
When someone asks AI who to hire in your area, you're in the shortlist instead of watching a competitor get named.
2.
The answer about you is right.
Correct services, correct service areas, correct phone number, current hours. No made-up details.
3.
The people who reach you already trust you.
Something they trust sent them. That's a warmer call than any ad clicks produce.
4.
Your Google rankings climb too.
The work that makes AI recommend you is most of the work that ranks you on Google. You don't pick one.
5.
You stop guessing.
You get a report every month showing where you stand and what moved.
One more thing, because you'll hear it from other agencies and you won't hear it from me.
AI gives people a shortlist. It doesn't close them.
BrightLocal found only 18% of people will contact a business straight off an AI recommendation. The rest go check you out first. So getting named is half the job. Holding up when they look is the other half. We build both.
What We Do
Start With the Website. Add What You Need.
Most clients start with a site built from the ground up to be found by AI and by customers. From there we add pieces, one at a time, only what moves your business.
Our Services:
- AI-Optimized Website Design
- AI Search and Local SEO
- Google Business Profile and Review Systems
- Email Marketing and Automation
- Google, Meta, and Amazon Ads
- Brand Messaging and Positioning
- Graphic Design and Visual Assets
- Video Production (commercials, social ads, short-form)
Everything runs as one system, so your marketing pulls in the same direction instead of creating more work for you.
The Tonewood Way
How I Work
Tonewood is the wood a luthier uses to build a guitar. They tap it, listen, and pick the piece that rings right before they cut a single line. That's how I put a marketing system together. The right pieces, chosen for your business, tuned to your market.
I'm a straightforward guy. I think marketing should be simple, strategic, based on data, and built on what actually works instead of whatever's trending on LinkedIn this week.
You work with me. Not an account manager, not a ticket queue. I answer, I follow through, and I do what I said I'd do.
Give you clarity, save you time, and help your business grow with confidence.
Who We Serve
Who I Work With
Tonewood is a good fit if you're:
- A small or medium-sized business owner
- A contractor or service business: plumbing, HVAC, electrical, construction, landscaping, painting, roofing
- A law firm, property manager, or professional service
- A consultant, coach, or entrepreneur
- Someone who'd rather get ahead of the AI shift than react to it
FAQ's
Questions People Ask Before Hiring Us
What is AI search optimization?
AI search optimization is the work of making your website and online profiles clear, credible, and structured enough that AI tools like ChatGPT, Google's AI Overviews, Gemini, and Perplexity understand your business and recommend it when someone asks for a company like yours. It covers your site content, schema markup, Google Business Profile, reviews, citations, and the consistency between all of them.
How is it different from SEO?
Traditional SEO aims to rank a page in a list of blue links. AI search optimization aims to get your business named inside an answer. The underlying work overlaps, and doing it well lifts your Google rankings too, but AI systems weigh clarity, consistency, and verifiable credibility more heavily than keyword targeting. The details also change faster.
Will this help my Google rankings?
Yes. Most of what makes an AI recommend you is the same work that ranks you on Google. You get both from one effort.
How long does it take?
There's no switch to flip. A website build gives you the foundation, then visibility compounds from there. Most clients see movement in a few months and real separation from competitors over a year.
Do I have to be in Boise?
No. I'm based in Boise and I know the Treasure Valley market inside out, but I work with service businesses anywhere.
Do I work with you or a team?
You work with me, Shane. I run the strategy and I stand behind the work.
Let's Connect
Want to know where you stand right now? Run the free check and see how AI search sees your business today. Or fill out the form and tell me what you're working on.